Institute of Industry Analyst Relations (IIAR)The IIAR is a not-for-profit organisation established to raise awareness of analyst relations and the value of industry analysts, promote best practice amongst analyst relations professionals, enhance communication between analyst firms and vendors, and offer opportunities for AR practitioners to network with their industry peers.

About Andrew Lochart

Andrew has been working in B2B tech marketing for more than 20 years, with an emphasis on product marketing. Most of his experience comes from working at startups, in a wide range of product categories: infosec, mobile, disaster recovery, interactive television, and more. He has had hands-on experience in all facets of marketing, but loves product marketing and has focused on it throughout his career. More specifically, Andrew love analyst relations, the highest leverage activity that product marketers can spend time on.

I’ve been leading B2B tech product marketing teams for more than 20 years and I’ve seen how easy it is to fall into what I call the “content trap”. We’re constantly creating new content to fuel our campaigns, to keep things fresh and interesting for our audiences. We try new messaging, new content types, new offers. It can be fun and exciting.

But it’s a trap because in our haste to create new content, we do the easy thing – start writing about how our product or service is newer, better, different. That kind of content might help generate awareness amongst buyers, but it fails at generating something much more important: Credibility.

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The opinions expressed on this blog post are those of the individual authors and do not necessarily reflect the views of their employers or other members of the IIAR.

While every effort has been made to ensure accuracy and compliance with copyright laws, we can’t be held liable for any unintentional misrepresentation on this post but are happy to correct any wrongs quickly.

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